Apple Watch and AirPods still lead the world - but competitors are getting closer

Apple remains the leader in the wearable tech market. Source: Apple

Apple still dominates the global markets for smart watches and TWS headphones, according to Counterpoint Research's Q1 2025 data. But analyst reports make it clear: the market is reaching a plateau. Growth is slowing, and brands from China are starting to take a bite out of market share, especially in the budget and mid-range segment.

What the report shows

• AirPods remain No. 1 among TWS headphones, although the global market is no longer growing as aggressively, with growth rates down to single-digit percentages.
• Apple Watch holds the lead despite an 18 per cent decline in shipments year-on-year. Still, the company's current share is 20 per cent
• Chinese brands Huawei, Xiaomi, boAt are gaining momentum: they offer more models in the mid to low price range and focus on South Asia, Latin America and Europe
• Samsung, Huawei and Garmin smartwatches also continue to strengthen, especially in the health and sports category

• Apple still holds the 'top spot', but the dynamics are not in its favour - in TWS headphones share is falling, while competitors are getting smarter, cheaper and more versatile.
• Smart watches are no longer a gadget for geeks, but a mass solution. They are bought for fitness, notifications and simply as an accessory.
• Smart glasses, rings and other wearable devices are on the horizon and could change the balance of power in the industry by 2028, analysts predict.

Source: Counterpoint TWS | Counterpoint Smartwatch